Exploring the Generation Z Attitude towards Energy Efficiency Improvement and Decarbonization through Heat Pumps: An Empirical Study in Romania

Abstract

This article aims to analyze the attitude of Generation Z representatives from Romania regarding the improvement in energy efficiency and decarbonization through the utilization of modern integrated technologies such as heat pumps, thermal energy storage, and smart control systems. It uses primary data from a questionnaire-based survey conducted between March and June 2023, with 389 valid responses, for the following purposes: (1) to analyze the attitude of young respondents towards the utilization of sustainable modern integrated technologies, such as heat pumps, in order to increase energy efficiency and reduce carbon footprints; (2) to identify the factors that may influence their attitude regarding these technologies; (3) to understand the influence that the resulting factors may exert on the attitude towards utilization of heat pumps, implicitly leading to energy efficiency improvement and decarbonization in Romania; and (4) to formulate policy recommendations for improving energy efficiency and stimulating decarbonization in Romania. This study employs various descriptive statistics, factor analysis, and multiple regression. The results show that there are six categories of factors influencing the attitude of Generation Z representatives, with “Drivers for improving energy efficiency” along with “Traditional measures for improving energy efficiency” having the largest influence on driving a positive attitude toward energy efficiency improvement and decarbonization. The main policy recommendation derived from this study refers to developing policies and strategies that incentivize citizens not only to have a positive attitude toward energy efficiency and decarbonization through the utilization of heat pumps but also trigger concrete action for installing heat pump technology. Another recommendation concerns the further development and expansion of national and local programs for insulating the external surface of buildings and the replacement of windows and exterior doors that do not have thermal insulation. The third major recommendation is related to awareness creation campaigns among the population about modern measures for improving energetic efficiency, such as heat pumps.